Digital Marketing Strategies and Planning

This assignment delves into the realm of digital marketing, examining key concepts such as eMarketing excellence, digital marketing strategies appealing to Millennials, B2B industrial digital marketing usage, and applying organizational capability models to assess the maturity of digital marketing governance. Students are tasked with analyzing various aspects of digital marketing, including its theoretical foundations, practical applications, and the role of social media in shaping consumer behavior.

DIGITAL
MARKETING
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INTRODUCTION
Digital Marketing is basically a term for marketing of products using online sources and
using some kind of digital technologies which usually involves internet services (Crumpacker,
M. and Crumpacker, 2007). This may include many fields like mobile phones, display services,
and other digital medium. This strategy of marketing is increasing so rapidly since 1990s they
have seen a great change in the way its brands and business utilization of technology use in the
marketing. They are so much incorporated by the people that it is involved in marketing platform
too much that everyone is into online marketing plans and using of digital devices instead of
going for physical shopping. This report is based on various concepts which would increase
digital marketing which includes Facebook marketing and content advertising all these factors
are discussed in this report. Main purpose of this report is to tell the advantages of online
marketing and how it helps any company to improve its sale to large extent. It forms the
company globally popular and brand name all across the world and also it helps in building
customer relationship stronger.
PART ONE
1. Targeting audience Facebook ad Online Digital Marketing.
For basically targeting audience there can be many different strategies used where some
marketer feels that targeting through display advertising is something which would cause much
enterprise to any small sized or even medium size company. In the current scenario where
everyone is watching television and social media is so powerful it is obvious that for promotion
or finding of the targeted audience we can choose display advertising source this would cause a
lot of benefit to any kind of business can get lot of attention through this (Auerbach, D.I.,
Buerhaus and Staiger, 2007).
For this to be analysed first it is very important for understand that what actually is
display advertising, there is generally some misconception with this term and that it is not
applicable for smaller business as it do not perform well on smaller budget companies. But this
cannot be so true because according to statistics these display ads basically act very immediately
and it just take one click for this to form a search as an ad.
Display advertising is basically a type of online advertising which usually can be carried
out indifferent forms and also it contains various aspects such as banner ads, rich media and even
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many other things. Not like text-based ads these display ads are much more effective as they
depend on various elements like images, audios as well as videos which make it more effective
and interesting. Online display of advertisements are very powerful tool across the whole global
world among the B2B marketing for various reasons (Curson, Bosworth and Baldauf, 2010).
With data driven targeting and some kind of capabilities which these display ads have for
making it more effective and accurate enough for helping in the business of any size that may
reach their target goals. New technologies of the real time bidding which will cause more proper
procedure of buying process which causes easier for smaller and less experience from their
customer. With the combination of such an experience of search engine marketing which will
help in targeting the audience through display advertising and also it provide people to boost
their business by driving their conversations.
Facebook is on verge of making money over billions of revenue in the recent years from
advertising. Many marketing have tried these Facebook ads so it has been very successful and
useful. These ads are basically targeting to users which are based on their location as well as
democratic profile kind of information. Usually these options are only available on Facebook and
after creation of such ads we can set our budget and also can bid on each click when the user go
for it and also it contains thousands of impression which will these ad will receive (Fowler,
Wirojanagud and Gel, 2008).
Users can see these ads on the sidebar of Facebook website. These guides will actually
help the users to have best practice of creating CPC ads which will basically drive the traffic of
this website. Facebook as well as other options of websites will be great for driving some kind of
engagement and also brand of websites but with this also ads are driving the users to be off site
and still they tends to be the best option for best direct responses of advertisers which any one
can be looking for making any sale.
There are times when user tends to fail at Facebook ads as they may not be such a good
fit and it basically requires being a proper test of making new channels mostly before any kind of
demand drives up the prices and also it needs to make surefor considering business models to be
a best fit for the network channels. Usually these Facebook ads are most likely to be displaying
many ads more than a search ads. They need to actually create such demands which is not easily
fulfilled by others. Usually people on Facebook try to connect to their friends and not basically
for buying any product or services.
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2. Traditional Marketing integrated with Digital Marketing.
Marketing funnel which basically termed as a buying process from the moment it has
become aware of the brand it had created and also as it has engaged with the brand products as
well as with its services. This can be done through converting and making the customer
involvement to a large extent. Many of the B2B marketing make a big blunder of focusing totally
on exclusive kind of bottom up approach of the funnel strategy in order to generate some kind of
leads but this method will try to pale up in the comparison to the full funnel of displaying ads. So
basically a full funnel display ad would influence the entire process of buying as well it tries to
help to raise the awareness and even it tries to nurture various prospects before they would be
ready to use them in real life situation. They try to engage different kinds of sales and also drive
new leads with the customer and these display advertising schemes has a great reach and
scalability for allowing some levels of brand to have exposure which would not be possible to be
achieved through any other digital media (Kent ed., 2012).
Usually these types of aspects try to bring some kind of education for them for solving
various kinds of situations. This can actually be done by converting without further any type of
engagement. These prospects are basically referred as hand-raisers and in the minority situation
these B2B buyers would be helped through this display targeting by filling the gaps by allowing
the marketing team to actually deliver some kind of stream of ads and try to target the accounts
department.
There are various targets of these ads which includes traditional aspects also. These
prospects which have actually visited their websites they are recorded and stored and this is
called retargeting. This is basically done because it helps them to know what is the number of
customer which has been visiting the site all together in a large scale. There is a contact which
already exists in the CRM. This helps in keeping recording these factors properly. Internet users
are basically based on interest as well as geography and even the democratic policies which are
enacted by the government of UK.
Through all of this there is lot of benefit to the target various kinds of audience which
includes two categories while the third one is not ideal for B2B organisation. Basically there may
be no granular no matter of the type of targeting being done which concludes vast majority of
audience which will cause some kind of conversion to have a lead and some of the leads usually
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1% become customers. For focusing traditional based marketing these displays of ads looks like
the following points mentioned below.
 B2B marketing team basically creates and displays various types of ads across the
channels and appropriate networks.
 If the company would be lucky enough then 0.08% of their audience which click on these
ads.
 Through all these clicks which they receive through their users there would be
appropriate of approximation of 2.3% will convert in to leads as mentioned.
 After all these types of conversion in to the leads format then only less than 1% will
eventually all these become customers.
All these points means that the large variety and majority of people that have been targeting with
each type of displays which has been used and the strategies will never cause any buying process
from the company so that is why the waste value from the advertising in dollars will be
ineffective ads (Kerzner, H., 2013). Basically this traditional B2B marketing and sales funnel
which is on its head where accounts based merchandising consists of identifying the accounts
that would fit in the company profile so well that their targeting of the individual customer which
those specific accounts on every type of terms they use.
After proper analysing the identification of the accounts which the company actually
wants to target and it will cause expansion of the reach to those accounts that are basically using
some kind of data tools. This would help the firm’s team to have an approach for having a key to
all the decision makers of the accounts which would cause their contacts to have any kind of
information from the data base. This way they can surround themselves with the sort of potential
which they have to interest the buyer by using some messaging and also by firm’s to have a top
of mind approach among the buying the committee. All this can be when ever they would be
ready for starting their buying process.
PART TWO
1. Importance of Content Marketing and it builds customer relationship.
Content marketing is basically a methodology of merchandising approach which has been
focusing on creating and distributing valuable as well as relevant type of consistent content to
attract and also retain some kind of clearly defined audience. Since this targeting marketing is
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basically becoming less effective and efficient by lot of ways that is why a forward thinking
approach of content marketing is used now days for providing better methods (LaValle, Hopkins
and Kruschwitz, 2011). Ultimately this type of marketing is used for drive these profitable
approach to attract customer action. Either by pitching on these points it is much to use this
marketing plans to extract the products and services which will try to provide much relevant and
useful content for the prospects as well as for the customers to basically solve their issues which
arise every now and then.
Content marketing is usually used by many leading brands as it is an effective method of
approaching to the customers. According to the annual research which has been done recently
contains that a vast majority of people are using this type of marketing planning for their firms.
And as a matter of fact this is also been used by many of the prominent organisations of the
world which includes P&GS, Microsoft, Cisco Systems and even John Degree at some point.
This has also been developing and executed as the small business and the one where people try
to shop around the globe are trying to make use of this immensely.
There can be various advantages of using this content marketing in the real life scenario
for so many business men which includes certain points and relevant reasons which causes the
enterprise to use this type of approach. These points contain increased sales which comes from
addition of customers through large exposure and second point consist of cost saving due to use
of various strategies and technologies which will reduce labour work and costing. The third
factor contains of better customer services and more kind of loyalty which would attract them
more and also build their interest to a large extent.
There is much difference between this content marketing with other types of information
garbaging that we can get from various companies and it would try to sell the stuff and also try to
provide many type of information that would be required by the client any time he wants. But it
does not always means that it would be very relevant and valuable which is usually always
possible in case we use content marketing so this would be intriguing for the current
environment condition and even this would contains thousands of messages per person and even
per day record (Leigh and Blakely, 2016).
If the content would not be appropriate then there can be so much adverse effects on
marketing which will make it impossible to occur properly. Regardless of what ever would be
the kind of marketing tactics which would be used by the company it is important that content
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marketing is being the part of their process and it should not be separate method else that would
be useless. Thus this would lead to quality content which will be an important and essential form
of marketing and it contains these points which are mentioned below.
 Social media marketing includes this type of marketing plan which helps in bringing the
social media to have a high influence on people with good type of content.
 The search engine optimisation is actually rewarding these type of business which will
cause the publicity quality of the consistent contents of them,.
 There is need of a successful PR planning team which would cause some serious address
issues that arise every time readers come across these article and care about this and not
their business.
 PPC is required for carrying out work which basically requires proper content behind
that.
 There is also inbound marketing plan which needs this content key to drive these inbound
traffic and bring some kind of leading to it.
 Content strategy is very important and essential strategy which covers the most important
part of this content marketing plan.
2. Laws required by company for developing content marketing.
Content marketing is basically used for connecting people with their best potential efforts
of their clients without even selling (Leung and Chan, 2009). Forget about this pitching about
unwanted type of marketing there is much scope of these clients to have their own services in
which this content marketing is usually try to deliver information with the maximum insights of
extending help and support to their customer and with their services which would cause this
content marketing to have better results and make better informed decisions beforehand.
This type of marketing is basically helping very firm to increase their potential of solving
the problems of their clients and also bring the pain points which would help to keep them up at
nights even. There is a fact that each kind of legal case would be different from each other and so
the issues cannot be generalised like the content types. This does not mean that these substitute
legal consultation will work same for every matter so that is why it needs to be properly analysed
and then approached properly for every matter. By offering some relevant information it does not
mean it will be enough to answer any kind of potential solution for the client’s initial question.
There would be need of proper positioning of the law order and regulation strategy which
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contains certain experts and the authority who will give proper advice on these types of issues or
topics. So all these points will certainly build some kind of trust by the customer and also with
the potential clients (Leung and Wu, 2007). Since most of the customers like around 80% are
using or conducting through the online research planning which is carried out before decision
making and on the first place they would need to using the search engine for such a purpose.
While trying to advertise their market business there is large requirement of some types of
guidelines.
Misleading conductive process: While promotion of their products and services there
are some points which needs to be ensured that when any branding of any statement, quote or
any other representation would be false as well as misleading. Component costing is when this
pricing of the product as well as services which would be advertised or even displayed in various
forms. Like for example whenever there would be a single price of the car can be displayed and
additional costs on road would be listed separately. If in case there would be any advertisements
of the components which would be pricing which the company could provide with full price
inclusive of additional revenue costing in a prominent way.
Bait advertising: This is an ad where there will be a product which has been advertising
with certain amount of price without a reasonable supply. This might be considered as illegal as
in this business tries to sell the product knowing that it cannot meet the expanded demands.
Competition: These lotteries, promotions as well as competition tries to hold certain
amounts of regulatory state in the territory by a proper permission. This can be downloaded from
an authorised site of government service centres.
Signage: This includes A frames which would be sandwiched between boards or even
permanent signs on building or even footpaths on the roads that can be regulated by the
government of UK. Before anyone can erect a sign which needs to be applied for a permit and
even some situations which will need public liability with insurance.
Direct marketing: Many of these direct marketing activities which would be used for
regulatory by the federal of state laws. Before any person tries to conduct this direct marketing
they need to check with the compilation of the privacy legislation and even with the spam
regulation.
Not call for registration: If the person wants to conduct telemarketing or any kind of fax
marketing that would required to be compiled with Do Not Call Register Act 2006. It contains
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certain kinds of protected phone and fax number lists which would be registered at an earlier
stage and used at the time of danger. This cannot be breached as this Act contains some face of
penalties and even enforceable undertaking (Zhu and Sherali, 2009).
PART THREE
1. Need of Marketing analytics in various aspects.
Marketing analytics is basically a practice for measuring as well as managing some kind of
marketing performance of the firm to maximize its effectiveness and also to optimize their
returns on investments. By understanding this concept it will allow the marketers to be even
more efficient in their job performances and minimizing the wastage of the web marketing
dollars. Beyond this there is an obvious sale which lead to generation of various applications in
the market that makes this marketing analytics to offer profound insights and also to customer
preferences and trends (Chaffey, Smith and Smith, 2013).
Despite these compelling benefits there would be a majority of organisation which has
failed to ever realise the promises of this factor. According to the recent research which has been
done by the survey channels these senior marketing executives has published in recent Harvard
review. More than 80% respondents were not satisfied with their ability to measure their
marketing ROI.
There is very much importance of this marketing analytics where in particulars they
basically allow the company to monitor their campaigns and their outcomes which has been
generated. These are actually enabling them to spend their money for every appropriate factor
which will bring effectiveness as much as possible. If there is some entity which may cost more
than what it provides in return then it won’t be good at all in long run. Companies which is
making some improvements in their measurement and ROI capabilities were more likely to
report outgrowing competitors and a higher level of effectiveness and efficiency in the marketing
(Tiago and Veríssimo, 2014).
2. Google analytics advice for some ideas for SEO.
Although in every kind of business in unique and every website which has a different
metrics which will matter to list the Google Analytics in 5 ways to report of success of their
business of SEO efforts (Chester and Montgomery, 2008).
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How to view any organic search traffic: This is very obvious that when the company see a
decline in the overall website traffic and cause some immediately jump them to a conclusion and
cause the traffic loss which is due to decline in organic search traffic. Many times digging a little
deep which will be actually reveal their organic traffic which will be others sources which would
be down for various results in the overall traffic decline.
How to measure quality of SEO Traffic: Multiple visits of the sites which contains
events where there would be search of played role which will be not be directly attributed with
the conversion. There would be decline in improvement in conversion from the search traffic.
There is need of the business where traffic should be steady this will be easy to determine that
this traffic coming from the search will not be qualified or of high quality.
Assigning Dollar Values to Organic Traffic: This is a strategy I use for businesses who
are looking for a more traditional way to understand the value SEO is bringing to their business
beyond improvements in traffic, visibility and conversions by assigning a dollar value to their
organic traffic results (Wertime and Fenwick, 2011). To assign a total dollar value to a sites
organic traffic, they need to compare how much the keywords would cost if purchased in a
Google AdWords campaign.
Identifying Slow Loading Page Times: The need to optimize page load times is one item
that is majorly overlooked by many SEO’s. In addition to how slow loading pages affect the user
experience, page speed has become a major factor in search rankings. That’s why I always
suggest that if a business is investing time and money in SEO and keyword rankings don’t blow
it by overlooking a slow loading website (Smith, 2011).
CONCLUSION
From the above report, it has been analysed that Facebook marketing which also contains
Online Display advertisement which will reinforce communication of the product and services.
There is digital marketing can be integrated into traditional marketing mix. Also in this report
there is discussion about content marketing which would help in building customer relationship
and which will target the audience. There is relevant laws which any organisation would require
for developing content marketing for various platforms. Also in this report there is marketing
analytics which is used for measuring, managing and analysing marketing performance for
maximising their effectiveness and their optimising in return on investment ROI.
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[Accesses On 20th August 2017].
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